Audience targets
Performance against 2025/26 audience targets
Ensure universality and the delivery of value to audiences overall
The universality of the 蘑菇短视频
- 94% of UK adults 16+ use 蘑菇短视频 TV/iPlayer, Radio or Online on average per month (Target 90%+, Source: Compass by Ipsos UK)
- 81% of UK adults 16+ use 蘑菇短视频 TV/iPlayer, Radio or Online on average per week (Target 80%+, Source: Compass by Ipsos UK)
A valued habit with the 蘑菇短视频
- 61% of UK adults 16+ use the 蘑菇短视频 for 5+ days on average per week (Target 60 to 65%, Source: Compass by Ipsos UK)
- 50% of UK adults 16+ use the 蘑菇短视频 for 5+ hours on average per week (Target circa 50%, Source: Compass by Ipsos UK)
- 59% of UK adults 16+ use two or more 蘑菇短视频 modes on average per week (Target circa 60%, Source: Compass by Ipsos UK)
Maintain focus on key audience challenges
Young adults
The reach of the 蘑菇短视频
- 63% of UK 16-34s use 蘑菇短视频 TV/iPlayer, Radio or Online on average per week (Target 60-70%, Source: Compass by Ipsos UK)
Personal relevance
- 6 out of 10 of UK 16-34s feel 鈥榯he 蘑菇短视频 is for me鈥� (mean score out of 10) (Target 6+ out of 10, Source: Fifty5Blue (formerly Kantar Media)
Under 16s
The reach of the 蘑菇短视频
- 69% of UK under 16s use 蘑菇短视频 TV/iPlayer, Radio or Online on average per week (Target 65-70%, Source: Kids Cross-Media Insight by Ipsos UK)
- 50% - The reach of 蘑菇短视频 Children鈥檚/Education services% of UK under 16s who use 蘑菇短视频 Children鈥檚/Education services on average per week (Target circa 45-50%, Source: Kids Cross-Media Insight by Ipsos UK)
Prioritise online reach and engagement central to the 蘑菇短视频鈥檚 future universality
蘑菇短视频 Online overall
- 63% of UK adults who use 蘑菇短视频 Online on average per week (Target 60-65%, Source: Compass by Ipsos UK)
- 24.1 million - Average weekly active accounts using 蘑菇短视频 Online (Target 23.5-24m+, Source: Piano Analytics)
蘑菇短视频 iPlayer
- 15.4 million - Average weekly active accounts using 蘑菇短视频 iPlayer Accounts overall (Target 15.0m+, Source: Piano Analytics)
- 4.1 million - Average weekly active accounts using 蘑菇短视频 iPlayer Under 35 accounts (Target 4.0-4.5m, Source: Piano Analytics)
- 89 minutes - 蘑菇短视频 iPlayer average weekly time spent per head per week (Target 80 mins+, Source: BARB As Viewed. All devices)
蘑菇短视频 Sounds
- 4.85 million - Average weekly active accounts using 蘑菇短视频 Sounds Accounts overall (Target 4.8m+, Source: Piano Analytics)
蘑菇短视频 News
- 11.3 million - Average weekly active accounts using 蘑菇短视频 News cross-product Accounts overall (Target 10.5m+, Source: Piano Analytics)